Identifying the effective factors in selection of food packages by the consumers

Identification of customer needs and interests is one of the business managers’ most important steps in responding to them. Since most of the purchasing decisions of the customers are made at the point of purchasing and since food products packaging is one the first concepts the customers examine in facing those products, the identification of optimum packaging elements influencing the customer choice in the country’s food products industry can be a suitable basis for decision makings and for plans relevant to product mix and can provide the customers with the optimum packaging. The present research has been done according to a study consisting of 124 Tehran citizens in different areas of Tehran collected with stratified random sampling method. The results show that there is a meaningful difference between the averages of packaging elements influencing the customer choice and, therefore, they have been prioritized according to Friedman test. Finally, using structural equation modeling, confirmatory factor analysis and main constructs, the research has been categorized into three dimensions of visual factors, informational factors and functional factors.